The Covid-19 pandemic has put people on edge. Social distancing, travel restrictions, and city-wide lockdown efforts are disrupting normal routines and forcing us outside of our comfort zones. Additionally, the barrage of news headlines, with new confirmed cases and information available by the minute, can make it difficult not to live in fear. But fear itself may prove to be more dangerous than the virus.
Fear is a natural emotional response designed to jump start our survival instincts. In some instances fear can be helpful; for example, fear can induce a fight or flight response which will guide you to the action necessary for self-preservation. But fear can also be debilitating; creating long-lasting anxieties, unrealistic phobias, and changing the way we interact with the world.
Fear causes higher perception of risk everywhere, greater precautionary behavior, greater favorability of action policy that prioritizes safety over personal liberty.”
–Deborah Small, psychologist at the University of Pennsylvania
When you have a fear response your adrenaline spikes and limits the blood flow to the part of your brain which handles logic. This has a major impact on decision-making. It can also affect problem-solving, understanding consequences and managing emotions.
Studies have illustrated that fear plays a special role when it comes to making financial decisions. In a series of experiments, fear motivated investors to sell off stocks early. These experiments also provide a clear link to fear motivated behavior and social projection. That means our fear responses are often perpetuated by how we perceive the state of mind of our peers; similar to herd mentality.
We can see how people are now picking up cues from others leading to illogical and somewhat bizarre behaviors. For example, you may not need 200 rolls of toilet paper, and there is nothing that indicates the supply chain for goods will be disrupted by the quarantine, but when you see others panic buying certain goods you may find yourself inclined to do the same. These are important behaviors to keep this in mind when communicating with consumers; we must have compassion and understanding in our interactions while the pandemic runs its course.
Considering the nature of fear and social projection the best thing we can do right now, for ourselves and those we interact with, is to flip the narrative. While the current state of the pandemic appears bleak, the truth is there is plenty to celebrate. Great strides are being made daily to treat, suppress, and control the spread of the virus. Scientist have already figured out how the virus infects human cells, extracted antibodies from those recovered from the virus, and as many as 20 vaccines are already in development.
The crisis has also united people across the globe in ways we have never seen before. Corporations are stepping up to assist in any way possible. To provide a few examples, distilleries are producing hand sanitizer, Uber Eats is waiving delivery fees to help keep restaurants afloat, and major internet providers have pledged to keep people connected for the next two months regardless of their ability to pay. People are volunteering in their communities across the nation to support the elderly by providing groceries and tackling outings that may otherwise expose them to the virus.
Even the quarantine has its upside. Reduced travel has improved air and water quality leading to reduced CO2 emissions and the return of wildlife. While the crystal clear canal water of Venice, reportedly attracting fish and swans, is due to lack of boat traffic allowing sediments to settle rather than disappearing toxins, it seems almost miraculous in a country hit the hardest by the crisis. But still, satellites monitoring Italy and China have been able to capture the vanishing pollution. At home and with no commute, people are spending more time with their families and engaging in activities that they couldn’t have before, like creating art and music or even fostering dogs. In fact, many have pointed out that family pets are living their best lives right now, getting more attention than ever.
Experts are already theorizing about how this experience will shape the future. The effectiveness of virtual environments may leave a permanent impression for years to come as it is showing the potential to drive down costs for education and improve conditions for workers. Telemedicine could expand access and reduce costs of healthcare. Changes in habits, such as eating out or unnecessary travel, may improve our carbon footprints and interpersonal relationships at the same time.
The more we recognize the positives and see how our relationships with others are lifting us up, the better we will be at easing the minds of consumers and assisting them in making better decisions for tomorrow. The kindness and consideration we extend now will be reflected in the greater sense of unity we will have when the pandemic has ended.
And it will end.